The document provides information about an examination on the promotion of video games, including the date, tasks, and grading. It outlines key concepts like language, institutions, audience and representation to consider. It then gives examples of video game genres, how brands are constructed, and how narratives and experiences are represented in promotional materials. It discusses audiences, institutions, regulatory bodies and examples of both successful and failed promotional campaigns.
2. Facts
⢠The examination will be
held on Wednesday
June 11th 2014
⢠The pre-release
material will be issued
on Monday May 12th
2014
⢠The examination is
worth 40% of your final
grade
⢠It lasts 1.5 hours
⢠There are 4 tasks /
questions to complete
⢠Each task is worth 15
marks
3. Key Concepts - LIAR
⢠Language â the words
you need to use
⢠Institutions â the
companies and
organisations that are
relevant
⢠Audience â the
consumers of video
games and the
promotion of them
⢠Representation â how
people, places and
events are portrayed in
the promotion of video
games
23. Franchises
A franchise is when a single game
becomes a series or elements of it
are licensed for use in other products
24.
25.
26. Franchise activity
⢠Choose a video game franchise and come up
with one product idea that could be sold
⢠Mind map the product, target audience and
USP (unique selling point) of each product
31. Text 1: Amnesia Trailer (2010)
⢠http://www.youtube.com/watch?v=u1nY_5-
UrY4
32. Text 2: Professor Layton and the
Unwound Future trailer (2010)
⢠http://www.youtube.com/watch?v=sAB6QbsY
mrU
33. Text 3: Metal Gear Solid V Trailer
⢠http://www.youtube.com/watch?v=pRSZy12E
OSs
34. Forms and conventions
⢠Using a venn diagram, compare the print and
video adverts
⢠What are the conventions of each media
form?
35. Forms and conventions â writing task
⢠Compare the print advert and video trailer for
either Just Dance 2014 or Dark Souls 2
⢠How are the conventions different between
the media forms?
⢠How does each text try to attract its target
audience?
39. Gamedevmap.com
⢠This site shows you the location of game
developers around the world
⢠Developers are people who design and create
games
40. First and third party
First party developers:
⢠Sony
⢠Nintendo
⢠Microsoft
Third party developers:
⢠Infinity Ward (CoD
series)
⢠Bethesda (Elder Scrolls,
Fallout series)
⢠FROM Software (Dark
Souls 1 & 2)
⢠Mojang (Minecraft)
42. Institutions task
⢠Produce a diagram tracking the institutions
involved in the following games:
â Battlefield 3
â Just Dance 2014
â Skyrim
â Candy Crush Saga
â Farmville
â FIFA â14
43. Advertising campaigns
Mind map the promotional
campaigns for Call of Duty:
Ghosts and Candy Crush
Saga
Show how each game
campaign uses a variety of
media forms and platforms
How are the campaigns
similar and/or different to
each other?
Consider:
⢠Pre-order bonuses
⢠Tie-ins with other media,
e.g. music
⢠Video
⢠Print
⢠Websites
⢠Blogs
⢠Social media
⢠Merchandise
44. Some facts and figures
Call of Duty: Black Ops II
⢠Approximate cost of
development and
marketing: ÂŁ250m
⢠Approximate revenue:
ÂŁ660m
⢠Profit (before tax):
ÂŁ410m (you could buy
NUFC and SAFC for this)
45. Some facts and figures
Minecraft
⢠Approximate cost of
development and
marketing: ÂŁ10,000
⢠Note: initially Minecraft had
no marketing budget at all,
it spread through word of
mouth or Two-step flow
theory
⢠Approximate revenue:
ÂŁ30m
⢠Profit (before tax): £29.99m
47. Regulatory bodies
⢠The Advertising
Standards Authority
apply the codes of
practice to adverts
⢠The Committees of
Advertising Practice
write the codes of
practice
48. Banned Wii U advert
⢠http://www.youtube.com/watch?v=lMVfIe536
J0#t=32
⢠Why do you think this advert was banned?
49. The reason?
⢠3.1 Advertisements must not materially
mislead or be likely to do so.
⢠3.2 Advertisements must not mislead
consumers by omitting material information.
They must not mislead by hiding material
information or presenting it in an unclear,
unintelligible, ambiguous or untimely manner.
⢠3.10 Advertisements must state significant
limitations and qualifications. Qualifications may
clarify but must not contradict the claims that
they qualify.
51. The reason?
⢠32.18 Violent or sexually explicit material
must not be advertised in or adjacent to
programmes targeted particularly at
audiences below the age of 18.
53. The reason?
⢠4.1 Marketing communications must not
contain anything that is likely to cause serious
or widespread offence. Particular care must
be taken to avoid causing offence on the
grounds of race, religion, gender, sexual
orientation, disability or age. Compliance will
be judged on the context, medium, audience,
product and prevailing standards.
57. The reason?
⢠The ASA said the slogan, combined with
images of a car that seemed to have crashed
at high speed and a burning tyre, could be
seen to condone dangerous driving and anti-
social behaviour.
59. The reason?
⢠The Advertising Standards Authority has
banned a UK TV advert for Midwayâs John
Woo Presents Stranglehold which it
considered was âlikely to be seen as
encouraging and condoning violenceâ.
64. Starter â are these games / franchises
casual or serious?
⢠Call of Duty
⢠Super Mario
⢠Legend of Zelda
⢠Candy Crush Saga
⢠Professor Layton
⢠FIFA
⢠The Sims
⢠Battlefield
⢠Metal Gear Solid
⢠Dark Souls
⢠The Elder Scrolls
⢠Angry Birds
⢠Temple Run
⢠Minecraft
⢠Worms
⢠Assassinâs Creed
⢠Just Dance
⢠Singstar
65. Casual or serious?
⢠Create a Facebook profile for a âcasualâ or
âseriousâ gamer
⢠Compare and contrast the ways in which
promotion and advertising is used to appeal to
them
67. Video game audience stats
Source: www.iabuk.net
Who plays games?
⢠82% of 8-65 year olds
⢠Over 27.6 million adults
⢠Over 5 million 8-15 year olds
70. Gaming is social
⢠72% of adult players
play socially, either in
person or online
⢠96% of children play
socially
71. Writing task
⢠What three conclusions can you draw from
the statistics you have been given?
e.g. âWhether the audience plays video games is
not dependent on their gender as 49% of
gamers are female, and 51% male.â
72. Games are about social interaction
⢠72% of players have played with others
⢠81% have played with others in person
⢠54% of social network players have played
with others over a network
⢠41% of browser games are played with
strangers
73. Bioshock Infinite
⢠moroboshi
⢠âThe cover is generic,
boring, has nothing to do
with the game, and is
artistically bankrupt. Itâs
the very definition of
design by committee.
⢠Levine should never have
allowed something this
ugly to see the light of
day.â
⢠Posted on Dec 8, 2012 |
6:43 PM
87. Choose two contrasting games
⢠Thinking about:
â Maslowâs Hierarchy of
Needs
â The Uses and
Gratifications Theory
⢠Explain what kind of
experiences are being
promised to the
audience
Uses and Gratifications:
To be informed, to be
entertained, to escape, to
socially interact, to relate to
characters
88. Choose two contrasting games
⢠Thinking about:
â Maslowâs Hierarchy of
Needs
â The Uses and
Gratifications Theory
⢠Explain what kind of
experiences are being
promised to the
audience
Uses and Gratifications:
To be informed, to be
entertained, to escape, to
socially interact, to relate to
characters
98. Context
John Romero
Co-creator of the
hugely successful
Doom and Quake
series of games.
Doom was ranked in
the top 20 games ever
by Edge magazine
99. Daikatana
In 2000, John was about
to release a new game
called Daikatana.
The marketing
department of Eidos came
up with the following
magazine advertisement
105. Sony later issued this âapologyâ
âBusted. Nailed. Snagged. As many of you have
figured out (maybe our speech was a little too
funky fresh???), Peter isnât a real hip-hop maven
and this site was actually developed by Sony.
Guess we were trying to be just a little too
clever.â
106. Question
grid
Is? Did? Can? Would /
could?
Will? Might?
WhatâŚ
WhereâŚ
WhenâŚ
WhichâŚ
WhoâŚ
WhyâŚ
HowâŚ
In 2002 Akklaim
offered parents
$10,000 dollars
to name their
new-born child
Turok.